The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

A recent survey conducted by global ingredient supplier Prinova indicates that health claims on food and beverage packaging significantly influence consumer purchasing decisions, particularly among younger demographics.

The online survey, which included responses from 1,582 adult consumers across Europe and the US, revealed that 72% of participants are more likely to purchase products that highlight health benefits. This figure rises to 87% among consumers aged 18-24 and 80% among those aged 25-34.

Health claims matter

The research identified specific health claims that resonate most with consumers. Low-sugar or sugar-free claims topped the list, followed by weight management and energy support.

Ingredients such as probiotics, vitamins, minerals and fibre were noted as particularly influential in purchasing decisions. Concerns related to gut health, healthy ageing and fatigue emerged as primary factors driving consumer choices.

James Street, global marketing director at Prinova, emphasised the growing trend towards proactive health management among consumers. “Our research underscores the importance of effectively communicated health claims, especially in areas like gut health and energy support," he said.

"While these claims appeal across all age groups, our findings highlight that Gen Z and millennials are particularly focused on wellness in their purchasing behaviour.”

Personalisation and gaming

An intriguing aspect of the survey was the high interest in personalised nutrition, with 79% of respondents believing their genetic makeup influences their nutritional needs. Millennials and female respondents showed heightened agreement with this sentiment.

Additionally, 41% expressed a desire to try tests that monitor how specific foods affect their bodies, while 32% were interested in using apps or questionnaires to track their diet and nutrition.

Notably, 30% overall, and 37% of those aged 25-34, indicated interest in wearable devices for monitoring blood sugar levels.

The survey also revealed a connection between gaming and nutrition, with 66% of respondents playing video games at least once a week.

Of these gamers, 61% reported using food or nutrition products to enhance their gaming performance, favouring ingredients such as caffeine, B vitamins and ginseng.

These insights come at a time when the personalised nutrition market is projected to grow significantly, from an estimated $8.2 billion in 2020 to $16.4 billion by 2025, reflecting a compound annual growth rate of 15%.

This growth is driven by increasing consumer awareness of health and wellness, as well as innovations in food technology and ingredient sourcing.

#research #Prinova #GenZ #millennials #health